If you’re a coach or trainer and you’re not thinking about metrics, both before and after your sessions, then you might just be missing out on an easy way to transform your marketing messages.

Pre-training and post-training surveys provide not only useful, but vital business metrics.

Marketing helps to shape and guide the future of your business, ensuring that you are offering customers services that they find most useful, in a way that is important and most accessible to them.

Why use a survey?

A survey is one of the most direct and least time-consuming ways to gain honest, often anonymous insights and information from your customers or prospects, both pre and post-course.

Without having quantifiable and qualifiable data stating what your client wants to achieve from working with you, there is no way of determining the level of improvement or even measuring whether goals have been met.

Research is a very valuable use of your time, after analysing your survey results you’ll easily be able to produce factual statistics that you can then use in your marketing material. For example:

  • 100% of course attendees felt more confident after my training session
  • 95% of course attendees agreed their public speaking nerves were “significantly reduced” following attendance on the course.

Which online system to use

There are hundreds of online survey tools out there and each have different benefits which may or may not appeal to you. For example, is having your own branding on your survey important to you?

I’ve created a free comparison which you can download here, to help narrow down your options.

Remember, whichever system you choose, you’re looking for something that will be both time-efficient and easy to use. In my opinion, a key benefit to look out for within online surveys is a system which allows the data to be exported as a .csv file. This will save you time analysing and comparing the data.

What do you want to gain from the survey?

Your surveys won’t yield useful data that you can go on to use, without you putting some thought into what you hope to achieve.

Therefore, all surveys should:

  • Have a goal
  • Be easy to create and even easier for the client to complete
  • Produce quantifiable and qualifiable data (see below for more information on this)
  • Enable you to clearly and confidently decide next steps

Quantitative data vs. qualitative data

Quantitative data is collecting cold, hard facts and numbers. It is often structured and statistical and provides support when you need to draw general conclusions from your research.

Qualitative data is collecting information that describes a topic, more than measures it. Impressions, opinions and views. A qualitative survey is less structured and gains information about people’s motivations, thinking, and attitudes.

These different types of research work best as a team.

Although facts and statistics are useful for backing up an argument, the argument itself needs to arise, before being quantified.

As well as collecting different types of data, it’s also beneficial to ask different types of questions. Specifically, open-ended questions and closed-ended questions.

Open-ended questions vs. closed-ended questions

Open-ended questions are ideal in situations where you want to collect qualitative information such as opinions, or if you are looking for out-of-the-box answers. For example: “How could we improve your experience?”. This question could go in any direction relevant to each personal experience.  Open questions usually have a free text box for completion.

Closed-ended questions are more useful for narrowing down preferences, such as asking the reader to choose from a list of options: “Which was your favourite service”. Although there’s still a choice, there’s no room to waver from the topic.  Closed questions are often framed with multiple choice answers.


Here’s an example of both types of data and questions being used together harmoniously:

Quantitative question:

Would you recommend our company to a friend?

Closed-ended answer:

– Definitely
– Sure, why not
– Maybe
– I don’t think so
– Never

Qualitative question:
What could we do to improve your experience?

Open-ended answer:

Better disabled access to the building, lower car-park prices and more hot drink variety.

A freebie for you

If you’d like to introduce electronic surveys within your business, then why not download our free comparison of online survey tools?

With so many options available, we’ve made it super easy for you to understand the benefits each system offers and which would be best suited to your business.

Click here to get your FREE survey comparison tool.

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